How Case Studies Work

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A concise overview of case study strategies by Steve Bush. How case studies fit into a practical inbound marketing program. The role of educational content and a customer-centric sales process.

Business

Inbound Marketing — Case Studies
“You can have brilliant
ideas, but if you can’t
get them across, your
ideas won’t get you
anywhere.”
(Lee Iacocca)

Case Studies — How They Work
Suggested Strategy — Here are
seven concise explanations about
how case studies work in practice.

Case Studies — Remember the Competition
Suggested Strategy —
A case study can be a
practical and cost-
effective method for
differentiating a product
or service from the
competition.

Case Studies — How Long?
Suggested Strategy — Short Version
500 to 1000 words and Long Version
1000 to 3000 words.

Case Studies — Educational Content
Suggested Strategy —
Consider using a “short
version” case study and
one textual image.

Case Studies — Customer-Centric
Suggested Strategy —
Reduce marketer-centric
sales processes like
traditional advertising
and cold calling.

Suggested Strategy —
Case studies work best
in combination with
other customer-centric
content such as
extended articles.
Case Studies — Inbound Marketing

Extended Articles?
Suggested Strategy — Consider a
series of extended articles when one
article exceeds 2000 words.

Case Studies — Anonymous?
Suggested Strategy —
If the customer’s name
can’t be used, turn it into
an anonymous
“technical case study.”

The Goal: Be Different
“In order to be
irreplaceable, one must
always be
different.” (Coco Chanel)
Suggested Strategy —
New problems require
new solutions.

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This section provides general guidance related to the research type and methodology. Please review this information carefully. There are specific research types and methods associated with the degree plan you are pursuing. Research Study Type  For DBA students taking BUSI 987 – 990, the Research Study type is a Dissertation  For DBA students taking BUSI 887 – 890, the Research Study type can be either a Case Study Project or a Consulting Project With the dissertation or case study project approach, the student begins by researching the literature to find a problem, develops a research proposal to study the problem, and then finds an organization within which to study the problem. With the consulting project approach, the student begins with an organization with a problem, researches the literature to better understand the problem, and then develops a proposed solution to the problem. In all three cases a problem statement based upon the current literature must be developed. Methodology The methodology is how you will study the problem at a very high level, all research will be conducted using one of the following research approaches:  Fixed Design using Quantitative Methods  Flexible Design using Qualitative Methods  Mixed Method Design using Quantitative and Qualitative Methods Fixed Designs are fully defined (fixed) as part of the research proposal and following the proposal, the researcher executes the research and analysis using quantitative tools as described. Flexible designs on the other hand are defined in a general sense as part of the research proposal and following the proposal, the researcher is free to execute adjust (flexible) the research as is necessary using qualitative tools as described. Mixed Method Designs as the name implies, use a combination of both. The choice of research approach is guided by the research questions. Within each research approach there are specific methods that can be employed. The table below lists the most common methods utilized in the three research approaches. Once selected, the method becomes the methodology or specific ‘research design’ for the study. Fixed Designs  Experimental  Quasi-experimental  Nonexperimental  Descriptive  Correlational  Causal-Comparative Flexible Designs  Narrative  Phenomenology  Grounded Theory  Case Study  Single Case Study  Multiple Case Study  Ethnography Mixed Method Designs  Convergent parallel  Explanatory Sequential  Exploratory Sequential Transformative Common Methods for fixed, flexible and mixed research designs. An effective way to begin the discussion of methodology is to start with the sentence: “This study will be conducted with a XXXXX design using XXXXX method(s) specifically, a XXXXX design will be used” Examples: This study will be conducted with a flexible design using qualitative methods specifically, a single case study design will be used. - Or - This study will be conducted with a fixed ...

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How Case Studies Work

1. How Case Studies Work Stephen Bush

2. Inbound Marketing — Case Studies “You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” (Lee Iacocca)

3. Case Studies — How They Work Suggested Strategy — Here are seven concise explanations about how case studies work in practice.

4. Case Studies — Remember the Competition Suggested Strategy — A case study can be a practical and cost- effective method for differentiating a product or service from the competition.

5. Case Studies — How Long? Suggested Strategy — Short Version 500 to 1000 words and Long Version 1000 to 3000 words.

6. Case Studies — Educational Content Suggested Strategy — Consider using a “short version” case study and one textual image.

7. Case Studies — Customer-Centric Suggested Strategy — Reduce marketer-centric sales processes like traditional advertising and cold calling.

8. Suggested Strategy — Case studies work best in combination with other customer-centric content such as extended articles. Case Studies — Inbound Marketing

9. Extended Articles? Suggested Strategy — Consider a series of extended articles when one article exceeds 2000 words.

10. Case Studies — Anonymous? Suggested Strategy — If the customer’s name can’t be used, turn it into an anonymous “technical case study.”

11. The Goal: Be Different “In order to be irreplaceable, one must always be different.” (Coco Chanel) Suggested Strategy — New problems require new solutions.

12. Stephen Bush

How Case Studies Work

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